Generating leads can be difficult for new and seasoned startups alike. This is where content marketing comes in. Let's take a look at a few lead generation tips for startups and how you can use your content to build trust with potential buyers.
According to one report, nearly 90% of marketers are using this tool in their marketing strategy.
What exactly is content marketing? It’s when you create and distribute content consistently that users find valuable, relevant, educational or interesting. You use content marketing to attract and retain your audience and ultimately drive profits.
What is the content? You can create many different kinds on online material in the form of blogs, videos, white papers, social media posts and other downloadable information. These aren’t promotional in nature, but they are meant to pique people’s interest.
Now let’s look at lead generation tips.
Do Your Research
Before you can create your content, you want to do your due diligence. Learn more about your target audience. Find out what appeals to them.
For example, is your audience of a younger generation that might be more interested in videos than downloadable white papers? Once you know their needs and how they like their content, you can begin to create it.
Create a Content Strategy
Once you’ve done your research, you want to create your content strategy.
Since lead generation is your goal, you want to focus on blog articles, customer testimonials, videos, case studies and white papers as they apply to your business and your target customer’s needs.
Develop Website Landing Pages
When building your website, create each page as a landing page and be sure to optimize each page for conversions.
To simplify, you want each page to have a clear message, strong call to action and easily accessible contact form.
Once you’ve created your landing page, monitor it in Google Analytics to see how it’s performing. If it’s not converting and generating leads, consider revising it to see if it will convert better.
Here are tips for creating a high converting landing page:
- Know the purpose of your page. Is it to get someone to sign up for your email list, make a purchase, download content or watch a video?
- What is the goal of the page? It should have only one.
- Create a compelling headline.
- Consider a secondary headline.
- Include strong, description copy that peaks your readers interest and keeps them reading. This is where you create excellent content.
- Make your call to action very visible.
- Include customer testimonials.
- Check your page speed. Too slow, and you’ll lose leads.
- You want your page to be usable and easily navigable.
- Include visually appealing, “real” photos.
Distribute Your Content
You’ll find there are several ways to distribute your content, get users on your website and convert them into leads.
First, you can use social media. For example, you create a blog article that your customers will find engaging and education. You post a link to the article and Facebook.
Once on your landing page, your customers not only see your promised content, but they see a call to action.
Use these lead generation tips to get started.
Remember that getting traffic to your website and getting those people to take an action on your website is the ultimate goal.
To do this, you have to provide content that is useful and engaging.
A good rule of thumb is to create content that your potential customers want. Provide content that they want to talk about, not what you want to talk about.
If you don’t know, ask some of your trusted advisors or current customers and do your research. Useful, trusted and valuable content is the best type for lead generation.
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